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The Rec Room: Claw Game
In a world where the pressures of life often overshadow simple pleasures, The Rec Room—a premier destination for fun with great games, delicious food and live entertainment—is launching a new brand platform and campaign in which a symbol of childhood can help seize hold of something far more elusive: the carefree joy of play. “Make Room for Play” is designed to reconnect older Gen Z and younger millennials with the freedom to let loose, offering a much-needed escape from the daily grind. The campaign’s hero video, “Claw Game,” uses the arcade staple as a metaphor for The Rec Room’s unmatched ability to pluck people away from the mundanity of the day-to-day and plunk them into a world of fun and excitement. Directed by Academy Award winner Joachim Back, the 60-second spot combines the fantastical with the ordinary to portray The Rec Room as a place where the burdens and problems of everyday life can be temporarily forgotten. The spot opens with people aimlessly going about their days—scrolling through social media, doing laundry, grocery shopping, and more—when suddenly, a giant mechanical claw, like those in arcades worldwide, lifts them out of their routine. Hundreds of oversized claws whisk them across the city before gently depositing them outside a Rec Room location. In this world, play reigns supreme, perfectly capturing The Rec Room’s mission to rewrite the rules of adulthood.
Chief Creative Officers, Partners: Denise Rossetto, Todd Mackie, Carlos Moreno |
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